City of London Investment Manager wants Direct-to-Web Video

Q: We’re interested in making use of web video to provide to corporate clients.

We are looking to make a 5-10min interview video for our website, similar to the one at media.fundtoolkit.com/video.aspx

How would you advise going about this?

I look forward to hearing from you.

Marketing ManagerInvestment BrokerCity of London

A: Direct-to-Web corporate video is important in your industry sector, especially in the competitive financial marketplace of the City of London.

Video will convey the common sense and practicality of investment management far better than dusty dry words on a web page.

And “YouTube-ing” your website will create a more go-ahead impression.

It’s not difficult to produce a corporate video similar to the link you supplied, but I’d aim at going for a more professional look.

While the subject in the supplied video projects well, which is important, you could do it with more style, and more directness.

Using a teleprompt will allow the speaker (maybe your CEO?) to look directly at the camera which is more powerful. A pre-arranged script could then be prepared, ensuring the address covered every content point, and nothing was forgotten.

For the subject, reading off a teleprompt is easier than hoping to get it “all right” when undergoing a fake interview.

With a teleprompt, repeated takes can also be done so that the emphasis can be delivered with just the right tone throughout.

I’d also recommend shooting against green screen.

This will allow the subject to be dubbed against a corporately styled graphic background, similar to CNN. I feel this looks more professional and convincing than simply interviewing in a brown-and-beige looking office.

Cosmetic post production is easier this way too.

For example a subject can be made to look younger or their teeth or complexion improved. This technique is much more effective when the background is a graphic rather than a real room. This is because the best settings for facial enhancement can coincidentally make a room look slightly wrong. With a corporately styled background this doesn’t matter.